All star PR: today's savvy legislative public information officers are taking advantage of new technology to get their messages out to the media and the public.

• Author: Moore, Nicole Casal

Phone-feed days are behind Bruce Smith, and he doesn't miss them.

Just a few years ago, if the Kentucky legislature's radio news director had a soundbite to offer stations, he'd have to send it over the telephone. The quality was bad; the clips weren't always used.

Three years ago, Smith's office started posting CD-quality interviews and audio news releases on the Web. His track record has improved. "Now more stations use our stuff," he says.

For Morehead State Public Radio, situated 100 miles from the capital, the new technology means citizens get their legislative news fast enough to try to affect the final vote, says news director Charles Compton.

"I can call Bruce up and say, 'Any chance you could get me something on Rocky Atkins talking about the transportation budget?'" Compton relates. "He can get the tape, put it on his Web site, and I have it by afternoon. ... I'd much rather have my own reporter there, but if you don't have one..."

Compton says things happen so quickly during session that the faster a radio station can get information, the better. "Sometimes things happen that certain constituents aren't going to like," he says. "If we can get the information to them, maybe we can make a difference. Timeliness is everything."

NEWER AND FASTER

Across America, modern reporters and press secretaries are finding new ways to use technology to better educate the public.

Information has never been more accessible or easier to distribute. Communications professionals are taking advantage of it.

Like Kentucky, more chambers than ever are stepping up their audio offerings. Today, reporters can watch the Webcast of a committee meeting to clarify a quote. From their newsrooms, they can download video of a local senator's press conference and air it that evening. They can sign up to receive electronic notices about a particular bill. Or they can view searchable tables of all their representatives' votes since 1999.

"Technology has made government more open than it's ever been before. Things are faster and more accurate," says Darby Patterson, editor of Government Technology magazine. "Digital systems are changing the face of democracy."

NEWS BY E-MAIL

If you're a reporter in Minnesota, you can sign yourself up for inbox information overload. The House of Representatives alone offers free subscriptions to more than 100 mailing lists. And that's a good thing, journalists say.

Each member, committee and caucus has a list. You can sign up for the Session Daily or Session Weekly newsmagazines, fiscal analyses and other reports. Though stacks of e-mail can overwhelm, reporters say they'd rather be alerted to certain information than have to remember to keep tabs on it.

Robert Leger, immediate past president of the Society of Professional Journalists and editorial page editor of the News-Leader in Springfield, Mo., is on a weekly update list in his state...